Moving technology from the lab to the market is a costly process, and determining which innovations to support with your limited resources is arguably the most critical task for your TTO. Make your decisions wisely, and your return on those budget dollars can bring years of financial rewards. But backing technologies that never make it past the drawing board can leave you with poor returns as well as lost confidence among administrators, faculty, and other key stakeholders. That’s why understanding the dynamics of the target market and the target buyer or licensee are vital elements of every assessment.
To improve your odds, Technology Transfer Tactics’ Distance Learning Division has recruited two A-level experts to outline a structured approach for determining the market viability of university technologies. Join Francis Moran and Peter Hanschke as they show you how to create a detailed validation plan that will ensure your decisions are informed not only by the technology’s potential, but also by market demand. Join them on for this dynamic and practical program:
Building Data-Rich Market Validation Plans for University Technologies
Here’s a brief look at the agenda:
- Why the need for market validation?
- How to identify your target market, positioning and value statement
- Best practices for reaching out to key individuals
- Learn how to create an interview set based on your specific goal for the technology i.e. licensing, spinout, sale, etc.
- Quantify your validation set through various data analysis methods
- Review real-life case examples
- And much more…
Meet Your Faculty
Francis Moran is founder of both Francis Moran & Associates and inmedia Public Relations Inc. With nearly 30 years experience as a consultant, reporter and editor, Francis is an insightful marketing and public relations strategist, an expert writer and a seasoned veteran of the specific challenges of helping technology-driven organizations engage with their marketplace and those who influence it. He specializes in working with new and established technology ventures that want to accelerate revenues, improve their market presence, establish leadership and succeed in a fast-moving and competitive environment. (www.francis-moran.com)
Peter Hanschke is an Associate at Francis Moran & Associates and is also the senior director of product marketing at Irdeto and director at Ateala Management Inc., a consulting company that specializes in tuning product-management processes in start-ups and small, medium and large high-tech businesses to the speed at which products are needed to satisfy business objectives and market needs. His approach produces earlier customer engagement and product releases with real value and relevancy.